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The 4 Forces
If you’re a marketer you need to tattoo this in your mind. The diagram below is used to understand the forces that are at play when a consumer is considering purchasing a new product or service:
![Therewiredgroup.com.png](https://frictionlessco.wpengine.com/wp-content/uploads/2017/07/therewiredgroup-com.png)
The 4 forces are:
– The Push of the Current Situation
– The Pull of the New Solution
– The Anxiety of the New Solution
– The Allegiance to the Current Situation
It’s a framework used by The Re-Wired Group.